BRAND GUIDELINES...© 2018 CloudArmy 2 3 4 5 6 7 8 9 10 11 13 14 15 16 17 18 19 21 About This...

BRAND GUIDELINES

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© 2018 CloudArmy www.cloud.army 2

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About This Document

Brand Snapshot

Logos and Brain Icons

Taglines

Font Family

Font Usage Examples

Graphic Design Style Cues

Colour Palette

Distinctive Asset - Curled Paper Banner

Distinctive Asset - Magnifying Glass Tagline

Distinctive Asset - Brain Cloud and Viewfinder

Distinctive Asset - Icon Library

Distinctive Assets - Graphic Elements

Infographic - The Roots of Decision

Infographic - Services Chart

Photo Style Guide

Contact Info

INDEX


What are Brand Guidelines?If you represent the CloudArmy brand in any way this document is your guide. It will explain the tone of language you should use, the types of images that best represent the “brand” and how to use the CloudArmy logo and graphics, without exception. Brand Guidelines is an evolving document and will be updated, improved upon and added to over time. If you download this document, please check for updates and be sure you are using the most recent version. The version number is located at the bottom right hand corner of the cover.

What is a Brand?A Brand is the image people have in mind when they think about a product, service or place. “Branding” is how we put that image there. Branding should reflect how different we are from our competitors and attract, engage and retain those who are a fit for CloudArmy. It is important that everything from brochures to the website have a consistent look and feel, which is defined by these guidelines.

These guidelines also aim to inspire the CloudArmy team to create fun, unique, meaningful and ownable CloudArmy communications. Onwards and upwards!

Feedback, Questions or Requests?Email [email protected]

ABOUT THIS DOCUMENT


Our VisionTo be the category leader and “must consider” for marketers who are serious about the role implicit testing research plays in maintaining the stature of leading brands and developing challenger brands.

Our Valueso Curiosity

o Discovery

o Transparency

o Ethical and open science

o Creative intuition

o Playful collaboration

Our Personality o Confident

o Optimistic

o Approachable

o Fun and Engaging

o Passionate

o Disruptive

Our VoiceConfident. We speak with conviction and authority but remain open-minded.

Our Looko Clean

o Contemporary yet timeless

o Worldly

o Established

o Sophisticated

o Stylish

One-Word Equity

Enlightening

One day this will happenThe CloudArmy name will be synonymous with credibility,discovery and innovation. CloudArmy will be viewed andrecommended as the leader in Implicit Response Testing by marketers, the research community and marketing agencies.

BRAND SNAPSHOT

The following should guide your thinking when writing copy and designing communication pieces.

“One-Word Equity”: As you can see below, the CloudArmy One-Word Equity is “Enlightening”. Ask yourself this question when you create any communication piece: “Is this enlightening?”. If the answer is “no” then the piece is not on brand. Back to the drawing board you go.


LOGOS AND BRAIN ICON

Primary LogosThe Primary Logos are to be used tastefully - free of busy backgrounds, flourescent colours and complicated patterns. The blue Primary Logo shows best on a white background. The reverse Primary Logo shows best on either the CloudArmy “Sky Blue” (see page 11) or a clean area of a photograph, as on the cover.

Brain IconsThe CloudArmy Brain Icons should be used as accents. At no time should it be expected to represent the brand exclusive of the primary logo appearing at least once. For example, the CloudArmy Primary Logo is represented in this document at least 10 times, which allows for the use of the Brain Icon on page 19.

CA_Primary Logo_blue

CA_Primary Logo_reverse

CA_Brain Icon_blue

CA_Brain Icon_reverse

ResourcesCloudArmy Marketing Brand Guidelines

Logos andBrain Icon4 4 4 4

The logos and Brain Icons can be found on the CloudArmy Drive:


TAGLINES

The CloudArmy tagline best describes how curiosity-driven we are and how empowering that character trait is - for us and our client partners.


Taglines

4 4 4 4

The taglines can be found on the CloudArmy Drive:

Empowered by CuriosityCA_Tagline_1 line_black

Empowered by CuriosityCA_Tagline_1 line_blue

CA_Tagline_1 line_reverse

CA_Tagline_2 lines_black

CA_Tagline_2 lines_blue

CA_Tagline_2 lines_reverse


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Montserrat Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Montserrat Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Montserrat SemiBold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Montserrat Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZabdefghijklmnopqrstuvwxyz 1234567890

Montserrat Regular


Montserrat Italic


Montserrat Light

FONT FAMILY - MONTSERRAT

Montserrat is the CloudArmy brand font and is to be used whenever and wherever possible.

Default Font: Should Montserrat be unavailble or unpractical for use in a specifc media, Century Gothic is to be used.

Coloured Type: As a warmer option to black, body copy should be coloured in Pantone Cool Gray 11 whenever and wherever possible. To add interest and draw the eye, headlines and subheads can be coloured blue Pantone 299C. The “Font Usage” on page 8 provides examples. Colour references are on page 9.


Fonts

4 4 4 4

The Montserrat font family can be found on the CloudArmy Drive:


FONT USAGE EXAMPLES

This Font IsMontserrat MediumLorem ipsum dolor sit amet, consectetur adipiscing elit. Pe llentesque quis pellentesque libero, gravida pulvinar diam. Curabitur eleifend nisi vel risus blandit volutpat. Sed suscipit enim at bibendum interdum.A hendrerit. Cras eu lacinia ex. Fusce turpis nulla, euismod eu metus a, porta euismod massa. Etiam eget mi mollis, rhoncus Neque eget, varius odio. Phasellus vel mi aliquam, mattis mi

”Mentum, venenatis euismod sapien aliquet.”

* Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque quis pellentesque libero, gravida pulvinar diam. Curabitur eleifend nisi vel risus blandit volutpat. Sed suscipit enim at bibendum interdum. Vivamus scelerisque tellus non lacinia hendrerit. Cras eu lacinia ex. Fusce turpis nulla, euismod eu metus a, porta euismod massa. Etiam eget mi mollis, rhoncus neque eget, varius odio. Phasellus vel mi aliquam, mattis mi commodo.

9 out of 10 people surveyed prefer Montserrat for charts

73%1,395*

10,371 4

Body copy option 1:Montserrat Light

Body copy option 2:Montserrat Regular

Quotes:Montserrat Italic

Subhead:Montserrat Medium

Numbers:Montserrat Medium

Headline:Montserrat Medium

Legal copy:Montserrat Regular


GRAPHIC DESIGN STYLE CUES

The design elements below are for reference and are not available on the Cloud Army Drive. You will have to create them in the program you design with. To see examples of the following design elements in practice, check out the series of brochures in the folder called "Brochures" on the CloudArmy Drive.

How CloudArmy ReactorTM

empowers enterprising customerso Ut wisi enim ad minim veniam, quis nostrud exerci tation

o Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh beuismod tincidunt ut laoreet dolore magna alibrand attributes

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis tincidunt ut laoreet dolore magna aliquam erat volutpat.

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Tulla facilisi. Lorem ipsum dolor sit amet, consec adipiscing elit, sed diam dolore magna ali-quam erat volutpat. Duis autem vel eum iri-ure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore.

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Coloured Type"Sky Blue" can be used for headlines or subheads.

BulletsAs you can see, ours are not the norm.They can be any of the brand colours, including grey.

RulesThin rules ( these examples are .25 point ) used in a tasteful way to organize information.

ArrowsWe use triangles as arrows to add interest and direct the eye to important copy or imagery. The triangle arrow works best when attatched to a rule of the same colour. BTW: Rules and triangles can be any of the CloudArmy colours on page 10.


Cool Gray 7C

20, 14, 12, 40

151, 153, 155

97999b

Cool Gray 3C

8, 5, 7, 16

200, 201, 199

c8c9c7

Cool Gray 5C

13, 9, 10, 27

177, 179, 179

b1b3b3

COLOUR PALETTE

3105 C

44, 0, 11, 0

104, 210, 223

68d2df

299 C

75, 21, 0, 0

0, 160, 221

00a0dd

647 C

96, 54, 5, 27

35, 97, 146

236192

Pantone

CMYK

RGB

HEX

Pantone

CMYK

RGB

HEX

Yellow C

0, 1, 100, 0

254, 221, 0

fedd00

7499 C

1, 2, 24, 0

241, 230, 178

f1e6b2

Cool Gray 9C

30, 22, 17, 57

117, 120, 123

75787b

Cool Gray 11C

44, 34, 22, 77

83, 86, 90

53565a

Deep Blue Sky Blue Turquoise Sunshine Sand


DISTINCTIVE ASSET - CURLED PAPER BANNERS - WITH CONTACT INFO

Curled Paper Banners should always appear at the bottom of the page and bleed to the right, left and bottom edges where possible. If bleed is not possible, a keyline should be used to contain the banner (see example) to help create the effect of the paper being curled. The width of banner you use will depend entirely on what works best in the communication piece. As you will see on the following page there are also options with different information in the banner.

CA_Curled Paper Banner_contact info_medium

CA_Curled Paper Banner_contact info_wide

CA_Curled Paper Banner_contact info_narrow


Distinctive Assets

Curled PaperBanners4 4 4 4 4

All versions of the Curled Paper Banners can be found on the CloudArmy Drive:

© 2018 CloudArmy www.cloud.army

DISTINCTIVE ASSET - CURLED PAPER BANNERS - NO CONTACT INFO

CA_Curled Paper Banner_no contact info_medium

CA_Curled Paper Banner_no contact info_wide

CA_Curled Paper Banner_tagline only

CA_Curled Paper Banner_no contact info_narrow

This version of the banner may be used only if a CloudArmy logo appears elsewhere on the page.


DISTINCTIVE ASSET - MAGNIFYING GLASS TAGLINE

The Magnifying Glass Tagline, like the Curled Paper Banners, is a visual way to bring our Tagline to life.


Distinctive Assets

Magnifying Glass4 4 4 4 4


Empowered byCuriosity

CA_Magnifying Glass Tagline_clean CA_Magnifying Glass Tagline_distorted


DISTINCTIVE ASSET - BRAIN CLOUD AND VIEWFINDER

The Brain Cloud and Viewfinder images are ideal for presentation covers, etc.


Distinctive Assets

Brain Cloudand

Viewfinder4 4 4 4 4


CA_Brain Cloud with ViewfinderCA_Brain Cloud

CA_Viewfinder


DISTINCTIVE ASSET - ICON LIBRARY

Icons will add visual interest and draw the eye to a piece of information you want to highlight. All main Icons shown below in Sky Blue are available in the 5 brand colours. This allows for flexibility when more than 1 icon are used on the same page. It is conceivable for all icons on a page to be the same colour or different colours. Secondary Icons are only available in white.

Don’t See the Icon You Need? email [email protected]

Deep Blue

RecruitingReactor Transparency ScalabilityEthical

and Open

Sky Blue Turquoise Sunshine Sand

Service

24 Hour No Yes

Curiosity

Asterisk

Turnaround Location Email Phone


Icons

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Icons can be found on the CloudArmy Drive:

Main Icons

Secondary Icons


DISTINCTIVE ASSETS - GRAPHIC ELEMENTS

These Graphic Elements have been used in CloudArmy brochures. They are available to help add personality, fun, and interest to whatever it is you are designing.

All Infographics can be found on the CloudArmy Drive:


Distinctive Assets

Graphic Elements4 4 4 4 4

CA_Thought Bubble Cloud CA_Evolution of Discovery_with arrow CA_Tracking Brands_with arrow

CA_Tracking Brands_no arrowCA_Evolution of Discovery_no arrow


INFOGRAPHIC - THE ROOTS OF DECISION

There are a few versions of the “Roots of Decisions” infographic. The example below is the main version that focusses on the Cloud Army ReactorTM difference.

TraditionalExplicit Research

Implicit Testing

Fast ExplicitTesting

Pioneering, onlineself-guided teststo discover theroots of consumerdecisions

CloudArmyInnovation

ReactorTM Tests

Nonconscious Decisions

Conscious Decisions

THE ROOTS OF DECISIONS



Distinctive Assets

Infographics

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CA_Infographic_Roots of Decisions


INFOGRAPHIC - SERVICES CHART

When using the Services Chart, please consider the readability of the smaller type. The Chart is also available without headline.

Outsource to CloudArmyNeuro Experts

Ad Hoc: No-commitment pricingper completed test session

CloudArmy procures panels

Numerous off-the-shelf test Apps

Real-time accessWhite Label CloudArmy Reports

Pick Your Speed. Crawl, Walk, Run or Fly.

Full AutonomyWhite Label Option

Partner Pricing to supportiterative testing

Bring Your Own PanelIntegrate with ReactorTM

Branded, custom testsPrepopulated templates

Import to your systems (Big Data)Create your own visualization

Neuro Design & Analysis Expertise

Pricing

Recruiting

Customization

Data and Visualization

44444444

44

CA_Infographic_Services Chart_with Headline



Distinctive Assets

Infographics

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PHOTO STYLE GUIDE

All approved photos can be found on the CloudArmy Drive:


Photos

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Search the word “discovery” and a stock photography site will have you believe “discovery” is represented by a businessman on a mountain top looking off into the distance through a hand held telescope. Not so! Discovery is a young child discovering a starfish for the first time, as far as we are concerned.

CloudArmy imagery has to reflect “Our Personality” as identified on page 4, which means digging deeper into stock resources to find images that are engaging, fun, disruptive, etc. Closecut smaller images can be used to support a story or add interest to a copy heavy page. The images on the next 2 page are just a few examples of approved photos. There are more images on the CloudArmy server.

Can’t Find The What You Need on The Server? email [email protected]

Awe-Inspiring Curiosity


Discovery

Disruptive

PHOTO STYLE GUIDE

Fun

Unique


CONTACT INFO

Feedback, Questions or Requests?Email [email protected]

BRAND GUIDELINES...© 2018 CloudArmy 2 3 4 5 6 7 8 9 10 11 13 14 15 16 17 18 19 21 About This...

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Transcript of BRAND GUIDELINES...© 2018 CloudArmy 2 3 4 5 6 7 8 9 10 11 13 14 15 16 17 18 19 21 About This...